Customizing a bottle of Scotch:A Father’s Day message from Diageo

The best advertising campaigns are often those that help people communicate their true feelings and emotions.

This mobile campaign from Diageo, which ran in Brazil, does just that. And although its not overly complex or hi-tech, it certainly adds a bit of fun and helped people express what they really feel on Father’s Day.

And according to Diageo, they learned several key lessons from running this campaign.more»

Chok! Chok! Chok!Coke’s Interactive TV-Mobile Gaming Promotion!

Coca-Cola has had a long history of successful, innovative advertising in many media. Last summer, Coke ran a campaign in Hong Kong that successfully combined the reach of TV with the engagement of mobile to create a true phenomenon across the region. more»

Innovative Cooking App Uses“Gesture Control Technology”

There are lots of cooking apps around, but only one that lets you control the cookbook with a wave of your hand!

My Kitchen Table, a new cooking app from personal media company TigerSpike in partnership with Ebury Publishing brings together great recipes with innovative technology to improve the cooking experience. more»

Retail Brands Take On Mobile Commerce:A Hot New Opportunity For The Industry

The past several months has seen a huge growth in the area of mobile commerce. More and more people are now using their phone for shopping, whether they are at home, in the store, or simply out and about.

As a result, many retail brands have greatly increased their use of the mobile marketing channel. Having a good understanding of who is the mobile retail consumer, their characteristics and buying patterns is becoming ever more important.

Recently Millennial Media and comScore have released some very in-depth information about Mobile Retail for all marketers who are interested in this very important trend. more»

One the biggest consumer trends in television these days is the rapid growth of the “Dual Screen” experience. In other words, viewers who use a mobile or a PC at the same time as they watch a normal show on TV to augment the TV experience.

Building on this new consumer trend, global beer brand Heineken has launched what they claim to be the first “dual screen” mobile marketing campaign around the 2011 UEFA Champions League tournament.

Heineken’s Starplayer app is a real-time mobile game that gets fans engaged with the brand and their favorite football team at the same time. more»

Successful retail companies know that communicating directly with their consumers can be very good for business, and that mobile offers a very powerful channel to do this. But actually implementing this communication is often not an easy task.

PizzaExpress – a UK restaurant chain with over 300 locations – has announced their partnership with MePlease, a mobile marketing platform that is designed to help business stay in communication with their customers, and at the same time harness the power of social media to grow the business. more»

Corona Sees Strong Results From Interactive iPhone ads

Getting access to accurate campaign results information is usually very difficult – most brands prefer to guard this information as a competitive edge.

However, recently Crown Imports (importer of Corona beer), mobile ad network Greystripe and market research firm ComScore have joined together to announce the results of Corona’s recent “Win a Beach Getaway” campaign which ran across Greystripe’s mobile advertising network.

The numbers show the campaign was very effective at increasing in both brand awareness as well as purchase intent.more»

McDonalds Goes For Location Based Advertising

NAVTEQ, the global provider of digital map and location data, has confirmed that McDonalds Europe will be taking advantage of Navteq’s Direct Access program to connect with their customers by including their location information on Navteq maps. more»

Fanta: Talking So Only Teens Can Hear

The Coca Cola Company has long been committed to experimenting with new approaches for building engagement with their consumers.

Recently, one of Coke’s major soft drink brands, Fanta, teamed up with Ogilvy Advertising to bring out a mobile application for teens using a new technology that (as far as we know) has never before been used for mobile marketing.

The Fanta Stealth Sound System brings teens together by letting them talk in secret, without adults even knowing that they are communicating. more»

Kraft Foods To Expand Consumer Engagement With Mobile Site

Kraft Foods has announced that it will be adding a mobile site to increase mobile engagement with consumers. The site, built by Publicis-owned Phonevalley, will offer consumers recipes, meal ideas, and shopping lists while on the go. more»

The Hong Kong Sevens is a 3-day rugby tournament that takes place each year. Guinness is a major sponsor of the tournament, and they were looking for a way to extend the consumers engagement with the brand beyond the time in the stadium.

The result was the innovative mobile marketing application Guinness Passport to Greatness, that won the 2008 MMA award for “Best Use of Mobile Marketing”. It featured an interactive guide to the tournament, plus information about Hong Kong nightlife, and could even speak Cantonese! more»

Creating Passion and Involvement With Mobile: A Japanese Showcase

The “World’s Worst War” is a mobile campaign that ran in Japan to launch a line of spicy new snack foods. It is one of the best examples of a mobile campaign that truly engaged its audience to build a brand. It is fun, it had interesting characters, and a great viral element.

This campaign began almost a year ago, and you may have heard about at a conference, from a colleague, or seen it in an awards list. But it’s worth looking in a bit more detail to see how the campaign ran and to understand just how engaged a customer base can be. more»